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Customer 
Segmentation Interface 
Design Rationale 
Andy Hunsucker, JerNettie Burney, & Julia Rickles 
Team 3
This Design is... 
...a tool to help marketers easily define and edit 
customer segments. 
This Design is not... 
...for d...
Editable Title 
Name your unique 
segment 
Segment Feedback 
The number of contacts in 
a segment update in real 
time 
Co...
Goals of Design 
1. 2. 3. 
Let Marketers focus 
on what they do best. 
1. Marketers are good at 
creating segments, not 
S...
In Support of Design Goals 
1. 2. 3. 
Let Marketers focus 
on what they do best. 
Most Marketers know 
what they want. 
He...
Meet Gabrielle 
Marketing Specialist 
Gabrielle is building the 
marketing segments for the 
new Fall promotional 
campaig...
Create New Segment Edit Segment Reference Existing Segment 
Scenario 1: Creating a Segment 
The marketing team agreed that...
Create New Segment Edit Segment Reference Existing Segment 
Gabrielle types “Sweater Weather 2014” 
as a title. 
She knows...
Create New Segment Edit Segment Reference Existing Segment 
Detailed Interactions of Composing Segment (part 1) 
1. The sy...
Create New Segment Edit Segment Reference Existing Segment 
Detailed Interactions of Composing Segment (part 2) 
3. When G...
Create New Segment Edit Segment Reference Existing Segment 
Completed New Segment 
GOALS ACHIEVED 
1. Let Marketers focus ...
Create New Segment Edit Segment Reference Existing Segment 
Scenario 2: Editing a Segment 
Gabrielle is now told that in a...
Create New Segment Edit Segment Reference Existing Segment 
Overview: Editing an existing segment 
Gabrielle drags the att...
Create New Segment Edit Segment Reference Existing Segment 
Detailed Flow of Editing a Segment (part 1) 
1. Gabrielle need...
Create New Segment Edit Segment Reference Existing Segment 
Detailed Flow of Editing a Segment (part 2) 
3. To copy a defi...
Create New Segment Edit Segment Reference Existing Segment 
Completely Edited Screen 
GOALS ACHIEVED 
1. Let Marketers foc...
Create New Segment Edit Segment Reference Existing Segment 
Scenario 3: Creating a New Segment Based on 
an Existing Segme...
Create New Segment Edit Segment Reference Existing Segment 
Overview: Referencing an existing segment 
Gabrielle drags ‘Sw...
Create New Segment Edit Segment 
Detailed Flow of Referencing an Existing Segment (part 1) 
1. Gabrielle has created a new...
Create New Segment Edit Segment 
Detailed Flow of Referencing an Existing Segment (part 2) 
3. Gabrielle can now see the c...
Create New Segment Edit Segment 
Detailed Flow of Referencing an Existing Segment (part 3) 
5. The star after the “Sweater...
Create New Segment Edit Segment Reference Existing Segment 
Completed: Referencing 
an Existing Segment 
GOALS ACHIEVED 
1...
Conclusion 
With this design, we allow marketers quicker access to 
the data they already understand. 
By allowing them to...
Detailed System Diagram
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Market Segmentation Tool

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This is a presentation for a class project involving a market segmentation tool.

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Market Segmentation Tool

  1. 1. Customer Segmentation Interface Design Rationale Andy Hunsucker, JerNettie Burney, & Julia Rickles Team 3
  2. 2. This Design is... ...a tool to help marketers easily define and edit customer segments. This Design is not... ...for developers who have an extensive understanding of SQL, and it does not accommodate for logic past "and" + "or".
  3. 3. Editable Title Name your unique segment Segment Feedback The number of contacts in a segment update in real time Compose Field Users can type plain English into the compose field Sidebar of Attributes & Your Existing Segments Attributes from your database and your saved segments are available to drag and drop into the compose field Proposed Design
  4. 4. Goals of Design 1. 2. 3. Let Marketers focus on what they do best. 1. Marketers are good at creating segments, not SQL. We want to create a simple and SQL free interface. 2. Increase adaptability after installation. Most Marketers know what they want. 1. Marketers typically know their database, so let’s allow them to enter in their segment quickly & easily. Help marketers see the results of their query in real time. 1. Marketers can adjust their composition of attributes to increase or decrease the number of contacts in their segment.
  5. 5. In Support of Design Goals 1. 2. 3. Let Marketers focus on what they do best. Most Marketers know what they want. Help marketers see the results of their query in real time. “Marketing people add value. Every step between their marketing decisions and real data reduces their value.” Alan Walsh Functional Chief for Lifetime Engagement for Indiana University “[Marketers] generally know the database well and know what is available to use” Carley Ostrand Teradata Consultant “...one telecom equipment company provided its salespeople with CRM software so they could pull up customer details and price quotes in real time, which improved their speed and effectiveness while also reducing costs” Bain & Company http://www.bain.com/publications/articles/how-to- make-the-most-of-your-back-office.aspx
  6. 6. Meet Gabrielle Marketing Specialist Gabrielle is building the marketing segments for the new Fall promotional campaign. She knows her customer database very well and understands logic, but does not know SQL. She has an idea of the segment she wants to target, but wants to validate that it is robust enough for the campaign. Image sourced from: http://www.levo.com/articles/career-advice/business-myths-you-need-watch-out-for Accessed on 9/12/2014. Used for educational purposes only
  7. 7. Create New Segment Edit Segment Reference Existing Segment Scenario 1: Creating a Segment The marketing team agreed that the target market was young men age 21-28. In addition, they’ve agreed that the sweater is probably too warm for the southwest and Pacific coast, so Gabrielle has been instructed to exclude those from her search. Finally, the marketing team has decided to focus on people who have made a purchase in the last three months, to target people who will need to replace their summer wardrobe with something fresh. Logic of Segment: Men AND Age: 21-28 AND Regions AND Purchase
  8. 8. Create New Segment Edit Segment Reference Existing Segment Gabrielle types “Sweater Weather 2014” as a title. She knows the exact segment she wants so she types: “Men, 21-28 years old” Gabrielle sees the customer segment formulate live as she inputs her segment information. Overview: Flow of a new entry Logic of Segment: Men AND Age: 21-28 AND Regions AND Purchase
  9. 9. Create New Segment Edit Segment Reference Existing Segment Detailed Interactions of Composing Segment (part 1) 1. The system auto-completes, presenting potential attributes from Gabrielle’s database for her to select from. 2. Once Gabrielle types a period, this signifies that she is done with her first group of conditions in her statement. A new line begins under the completed sentence to start another logic statement. Alternatively, she can hit the “Enter” button to achieve the same result. “OR” auto- Logic of Segment: populates, but she can change “OR” to “AND”, as well. Men AND Age: 21-28 AND Regions AND Purchase
  10. 10. Create New Segment Edit Segment Reference Existing Segment Detailed Interactions of Composing Segment (part 2) 3. When Gabrielle enters a value outside of her database, a red line appears to show her error. 4. The compose field allows Gabrielle to easily move around attributes in her statement by dragging and dropping. She can also delete attributes by clicking on the “X” in the top right hand corner. Logic of Segment: Men AND Age: 21-28 AND Regions AND Purchase
  11. 11. Create New Segment Edit Segment Reference Existing Segment Completed New Segment GOALS ACHIEVED 1. Let Marketers focus on what they do best. Our compose field creates a simple and SQL free interface. 2. Most Marketers know what they want. The compose field allows marketers to just start typing what they want. 3. Help marketers see the results of their query in real time The queried results update in real time and are displayed on a pie chart, which reflects number of customers targeted. Logic of Segment: Men AND Age: 21-28 AND Regions AND Purchase
  12. 12. Create New Segment Edit Segment Reference Existing Segment Scenario 2: Editing a Segment Gabrielle is now told that in addition to the young men, research shows that parents, mothers in particular, are still buying clothes for their children at that age. She needs to modify her “Sweater Weather 2014” segment. Gabrielle needs to add mothers to the “Sweater Weather 2014” segment. She begins by adding women from 40-55 in the same regions as before. She adds this set of data to aggregate the two. Logic of Segment: (Men AND Age: 21-28 AND Regions AND Purchase) OR (Women AND Age: 40-55 AND Regions)
  13. 13. Create New Segment Edit Segment Reference Existing Segment Overview: Editing an existing segment Gabrielle drags the attribute ‘Women’ from the ‘Attributes’ sidebar into the composition. The Region in her new logic sentence is the same as the previous, so Gabrielle can copy the “Region“ attribute from the existing logic sentence into her new logic sentence. Continuing on, she adds additional attributes to the new logic sentence. Logic of Segment: (Men AND Age: 21-28 AND Regions AND Purchase) OR (Women AND Age: 40-55 AND Regions)
  14. 14. Create New Segment Edit Segment Reference Existing Segment Detailed Flow of Editing a Segment (part 1) 1. Gabrielle needs to select “Women”. From the attribute “Gender”, she has the option of selecting either “Men” or “Women”. In this case, she will select “Women”. Logic of Segment: (Men AND Age: 21-28 AND Regions AND Purchase) OR (Women AND Age: 40-55 AND Regions) 2. Gabrielle drags “Women” into the compose frame, she could also type it live, like she did in the first scenario.
  15. 15. Create New Segment Edit Segment Reference Existing Segment Detailed Flow of Editing a Segment (part 2) 3. To copy a defined attribute from one logic sentence to the next, Gabrielle can: A. Hold “Alt” + Drag the attribute box, B. Right click + copy + paste, or C. Hit “Control” + “C” & “Control + “V” Logic of Segment: (Men AND Age: 21-28 AND Regions AND Purchase) OR (Women AND Age: 40-55 AND Regions) 4. Gabrielle edits the rest of the segment in the compose screen & saves the updated segment.
  16. 16. Create New Segment Edit Segment Reference Existing Segment Completely Edited Screen GOALS ACHIEVED 1. Let Marketers focus on what they do best. Marketers can easily drill more deeply into an existing segment without starting from scratch 2. Most Marketers know what they want. We know Marketers know their databases well, but they can reference their attributes on the side bar to help with external cognition. 3. Help marketers see the results of their query in real time The queried results update in real time to display an increase in number of customers targeted. Logic of Segment: (Men AND Age: 21-28 AND Regions AND Purchase) OR (Women AND Age: 40-55 AND Regions)
  17. 17. Create New Segment Edit Segment Reference Existing Segment Scenario 3: Creating a New Segment Based on an Existing Segment Gabrielle has to create a new segment that is very close to an existing segment. Marketing has decided that some sweaters are stylish for young men, but some are more stylish for older men. They’ve also decided that wives or girlfriends should be targeted as well. Using her previously created segment, “Sweater Weather” as a base, Gabrielle adjusts the age of the men to 30-55 and adjusts the age of the Women to 30-55. These sweaters are more expensive, so Gabrielle creates a filter that only targets people who make more than $40,000 per year. Logic of Segment: ((Men AND Age: 30-55 AND Regions) OR (Women AND Age: 30- 55 AND Regions)) AND Salary: >$40,000
  18. 18. Create New Segment Edit Segment Reference Existing Segment Overview: Referencing an existing segment Gabrielle drags ‘Sweater Weather 2014’ from the segments tab of the attributes bar into the compose field. ‘Sweater Weather 2014’ is grouped, so Gabrielle is able to expand the group to see what attributes are included. Reference Segment After collapsing the ‘Sweater Weather 2014’ group, Gabrielle adds an additional sentence to hone in on her target user group with salaries greater than $40,000. Logic of Segment: ((Men AND Age: 30-55 AND Regions) OR (Women AND Age: 30- 55 AND Regions)) AND Salary: >$40,000
  19. 19. Create New Segment Edit Segment Detailed Flow of Referencing an Existing Segment (part 1) 1. Gabrielle has created a new segment. She wants to base it on “Sweater Weather 2014”, so she drags it into the compose field from the “Segments” tab in the sidebar. Reference Existing Segment 2. “Sweater Weather 2014” is grouped. Gabrielle can expand the group by clicking on the plus sign in the bottom right hand corner of the box. Separate attributes can be grouped by holding “Shift” + selecting the desired attributes, then clicking the “Group” button. Logic of Segment: ((Men AND Age: 30-55 AND Regions) OR (Women AND Age: 30- 55 AND Regions)) AND Salary: >$40,000
  20. 20. Create New Segment Edit Segment Detailed Flow of Referencing an Existing Segment (part 2) 3. Gabrielle can now see the contents of the “Sweater Weather 2014” group. Reference Existing Segment 4. She edits the age of both men and women in this group and closes it upon completion, using the “-” in the bottom right hand corner. Logic of Segment: ((Men AND Age: 30-55 AND Regions) OR (Women AND Age: 30- 55 AND Regions)) AND Salary: >$40,000
  21. 21. Create New Segment Edit Segment Detailed Flow of Referencing an Existing Segment (part 3) 5. The star after the “Sweater Weather 2014” group indicates that the group has been modified. Gabrielle wants to add in an “AND” clause so she clicks on “OR” to change it to “AND”. Reference Existing Segment 6. She adds the statement that these people should be in an income bracket above $40K. She finally titles & saves her new segment as “Sweater Weather Upscale”. Logic of Segment: ((Men AND Age: 30-55 AND Regions) OR (Women AND Age: 30- 55 AND Regions)) AND Salary: >$40,000
  22. 22. Create New Segment Edit Segment Reference Existing Segment Completed: Referencing an Existing Segment GOALS ACHIEVED 1. Let Marketers focus on what they do best. Marketers have segments they’ve previously created ready & available for use. 2. Most Marketers know what they want. Grouping a segment allows Marketers to consolidate and condense. 3. Help Marketers see the results of their query in real time The results of a query can influence how Marketers might adjust their segment to reach a quota.
  23. 23. Conclusion With this design, we allow marketers quicker access to the data they already understand. By allowing them to compose simple sentences in our segmentation tool, we remove many of the interface obstacles between their marketing decisions and actual data. (see full system diagram on the next slide)
  24. 24. Detailed System Diagram

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